If you are anyone who knows anyone in the music industry, we all know that Puff (yea I still call him that) is a branding mastermind. The man can make you think sh*t really does smell like roses and have people smearing it across their bodies. Most recently he has been known for his incredible branding of Ciroc with individuals ordering the signature Cocoloso by the boat load at clubs and creating songs about it, making Ciroc the Vodka of choice over the past year. Throughout his career Puff has made many name changes, first he was “Puff Daddy” then he shortened it to “Puff”, then with the emergence of the song Diddy he changed his name to Diddy. Now he is changing his name to #SWAG a term that is not only annoying but has become close to being obsolete over the past few months or least it should be. Diddy has always been a game changer but this is definitely one of his biggest fails IMO as far as branding.